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National Wildlife FederationEmerging Leaders Initiative
Engaging Millennials in the Conservation Movement
September 6, 2012
Table of Contents
Affiliate Survey Results
Who Are the Millennials?
Rules for Engaging Millennials
NWF Engaging Millennials
Millennials in Conservation—Examples
35% unsure about the age demographics of your members and activists.
You prioritize networking and trainings to better support engaging millennials.
For this webinar, you are most interested in learning more about how to engage millennials in conservation work and advocacy.
Table of Contents
Affiliate Survey Results
Who Are the Millennials?
Rules for Engaging Millennials
NWF Engaging Millennials
Millennials in Conservation—Examples
Who Are the Millennials?
• Also known as Generation Y, born between 80s and early 2000
• Most culturally and ethnically diverse generation in our history
• 80 million millennials
• More educated and yet currently more underemployed than previous generations
Who Are the Millennials?
• 79% use social media platforms
• 60% upload videos, pictures, and blogs
• 59% of millennialsown smartphones
• 42% watch TV online
―I want it fast, and I want it now.‖ ―I trust my friends more than corporate mouthpieces.‖ ―I’m a social creature—both online and offline.‖ ―I can make the world a better place.‖
Common Millennial Themes:
Table of Contents
Affiliate Survey Results
Who Are the Millennials?
Rules for Engaging Millennials
NWF Engaging Millennials
Millennials in Conservation—Examples
“Stop trying to figure out millennials and just include them.”—Derrick Feldmann, CEO of Achieve
Rules for Engaging Millennials
• Websites remain the primary hub for learning about a nonprofit.
• Social media, email marketing, and mobile are platforms that should provide concise, targeted messages that drive readers to the website.
Connect
• Millennials tend to be generous with their time, volunteering with nonprofits that inspire them.
• Millennials want to see more opportunities to lead on boards and committees.
• Young professional groups and events provide a way for millennials to informally get to know a nonprofit.
Involve
How to CONNECT:Website
Social media and new technology have captured millennials’
attention, but the ―old-fashioned‖ website continues to serve as the
primary information hub, and basic, straightforward information is the
key attraction.
Social Media Chart: Find the Social Networks that
Fit Your Audience
How to CONNECT:Social Media
“Stop trying to figure out millennials and just include them.”—Derrick Feldmann, CEO of Achieve
Rules for Engaging Millennials
• Websites remain the primary hub for learning about a nonprofit.
• Social media, email marketing, and mobile are platforms that should provide concise, targeted messages that drive readers to the website.
Connect
• Millennials tend to be generous with their time, volunteering with nonprofits that inspire them.
• Millennials want to see more opportunities to lead on boards and committees.
• Young professional groups and events provide a way for millennials to informally get to know a nonprofit.
Involve
Discussion Questions:
1. AP: What are ways you have engaged 21- to 35-year-olds in the past? Any suggestions or lessons learned?
2. EL: What are examples of ways a nonprofit has engaged you in a meaningful way? What are ways that didn’t work?
How to INVOLVE: Volunteerism
• 63% volunteered for nonprofits in 2011
• More likely to give time if they know their efforts will make a difference
• Provide a range of volunteer opportunities
How to INVOLVE
We Want to Be INSPIRED
―Your ability to
inspire others based
on your cause is
what will make you
last for future
generations.‖
– MCON 2012
SHOW! YOU! THE! MONEY!
―Millennials give to what and who they know—it comes down to relationships.‖ – MCON 2012
Discussion Question:
1. EL: What inspires you to volunteer your time to work with NWF?
Long-Term Millennial Engagement
1. Be Authentic
2. Stay Relevant
3. Give Gratitude
4. Communicate Your IMPACT
Source for Information on Engaging Millennials:
The Millennial Impact: http://themillennialimpact.com• The 2012 Millennial Impact Report
• MCON: Virtual Conference on Engaging Millennials
Table of Contents
Affiliate Survey Results
Who Are the Millennials?
Rules for Engaging Millennials
NWF Engaging Millennials
Millennials in Conservation—Examples
23
Youth (K – 12)
College Students (18 – 27)
Emerging Leaders
(21 – 35)
Parents
(Varies)
Seniors
(65+)
Mission: To inspire Americans to protect wildlife for children’s future
Why Is NWF Focusing on 21- to 35-Year-Olds?
• 1 million subscribers and 2.5 kid readers
• 5,000 schools, 3 million kids
• 150-300 community colleges
• 750+ four-year colleges
BUT—We are not taking advantage of these connections and continuing to engage these young people into a lifelong community of conservationists.
NWF has tremendous reach into homes and schools
Why Is NWF Focusing on 21- to 35-Year-Olds?
In order to remain relevant and effectivein serving our mission in the coming years, we must inspire and engage this age group to protect wildlife and the environment.
11% of our online activists are under 35
Why Is NWF Focusing on 21- to 35-Year-Olds?
Theory of Change
In order to ensure there is strong leadership to continue to grow and strengthen the conservation movement in future years, NWF will:
– Build pathways for 21- to 35-year-olds to be leaders within NWF, the affiliates, and the broader conservation movement
– Integrate young leaders across the organization
– Develop reciprocal partnerships between NWF and youth-led, independent organizations in order to foster and support
Purpose
The purpose of NWF’s Emerging Leaders Initiative is to engage, empower and expand a network of young professional leaders (ages 21 to 35) who want to live in a healthy world where they can breathe clean air, drink clean water and enjoy a diverse array of wildlife and natural areas. Through their leadership, we will engage a new generation in the work of NWF.
28
Engage and empower a
supportive network of emerging leaders to strengthen the leadership of NWF and the affiliates.
Amplify and expand our reach,
engagement, and revenue amongst 21-
to 35-year-olds.
Create career pathways for young leaders at NWF, with
the affiliates and in the conservation
movement.
Emerging Leaders Initiative Goals
DEVELOP AND
SUPPORT
INTEGRATE AND
DEPLOYCONNECT
We’ve Found Success in the:
– Formation of Emerging Leaders Council (ELC)—With 33
ELC members, we’ve surpassed our year-one goal of at least 25 active members. Through bi-monthly webinars, staff led the ELC through the development of a well-defined charter. The purpose of the ELC is:
―To assist NWF with movement, mobilization, and program forecasting, and to find effective ways to prepare for changes and challenges that impact the conservation movement, we have chartered the NWF Emerging Leaders Council (ELC). ELC members will offer their personal and network-aligned perspectives to the Federation’s board of directors, staff and affiliates‖
– Delegation of Emerging Leaders at NWF’s 76th Annual Meeting—Seven delegates were selected through a competitive
application process to represent the Emerging Leaders Council at the annual meeting. The delegation helped to develop and pass a federation resolution to support emerging leaders in the conservation movement and provided refreshing and unique perspectives in the regular business of the annual meeting.
– Active and growing network of young professionals—
Our bi-monthly newsletter is circulated to over 300 individuals, and our Facebook group is growing weekly, with 175 members to date.
Table of Contents
Affiliate Survey Results
Who Are the Millennials?
Rules for Engaging Millennials
NWF Engaging Millennials
Millennials in Conservation
NWF young leaders in Florida unite with the Florida Wildlife Federation.
Alison ErlenbachBonita Springs, FL
Christopher CastroOrlando, FL
Andrew KameroskyDaytona Beach, FL
Jomar FloydTallahassee, FL
Founder of IDEAS
Intellectual Decisions
on Environmental
Awareness Solutions
Campus Climate Solutions
was established in 2008 to
address the shortage of
qualified green professionals
and to promote best practices
in all areas of sustainability.
Florida Wildlife Federation
Meet the FWF Youth Congress
1st annual FWF Youth Congress on June 16; IDEAS Summit on June 17.
Discussed issues pertaining to Energy, Food, Waste, Water and Ecology and sought solutions to the challenges within the state of Florida.
Florida Wildlife Federation’s 75th Anniversary included ―faces of the future.‖
Including IDEAS Chapters and the Student Chapter of the Wildlife Society at UF
Final Discussion Question:
1. AP: Do you have a success story for engaging millennialsthat you would like to share?
2. EL: Do you have any questions for the Affiliate Partners?
Follow-Up:
We will be in contact with those who have
expressed an interest in serving on (or learning
more about) a regional committee.